The Stagnation of Spanish Tourism from the Point of View of British Tourists
[pic]
BA MARKETING MANAGEMENT WITH LANGUAGES Honours Dissertation
SESSION 2009/10
Stagnation of Spanish tourism from the point of view of British tourist
BEATRIZ MARTIN LOPEZ 09010987 Supervisor: Ros Sutherland
Declaration
I declare that the work undertaken for this BA Dissertation has been undertaken by myself and the final Dissertation produced by me. The work has not been submitted in part or in whole in regard to any other academic qualification.
Title of Dissertation:
Name (Print):___________________________________________
Signature: _____________________________________________
Date: __________________________________
Abstract The purpose of this dissertation is to inform about the stagnation of Spanish tourism from the point of view of British tourists, to identify and analyse the reasons of this stagnation and try to find possible strategies in order to improve this situation in a near future. This dissertation examines the literature review in order to analyse the factors which have something to do with the stagnation. The factors that the researcher has considered are: the life cycle of the Spanish tourism, the 2000’s recession, Spanish image, Spanish sustainable tourism, Spanish rejuvenation, British perceptions and an analysis of external and internal factors (PEST and SWOT). Two forms of reseach were used to collect primary data. On one hand, some questionnaires were handed out and mailed to British people. On the other hand, two semi-structured interviews were used via email and Skype. One of the interview was conducted to doctor of Marketing in order to be proporcionated information about the promotion of Spanish tourism in the UK and diverse topics which was very usuful to contrast with the data researched in the literature review. Secondly, the Tourism councilor of Villarreal was interviewed in order to have some information about the
BA MARKETING MANAGEMENT WITH LANGUAGES Honours Dissertation
SESSION 2009/10
Stagnation of Spanish tourism from the point of view of British tourist
BEATRIZ MARTIN LOPEZ 09010987 Supervisor: Ros Sutherland
Declaration
I declare that the work undertaken for this BA Dissertation has been undertaken by myself and the final Dissertation produced by me. The work has not been submitted in part or in whole in regard to any other academic qualification.
Title of Dissertation:
Name (Print):___________________________________________
Signature: _____________________________________________
Date: __________________________________
Abstract The purpose of this dissertation is to inform about the stagnation of Spanish tourism from the point of view of British tourists, to identify and analyse the reasons of this stagnation and try to find possible strategies in order to improve this situation in a near future. This dissertation examines the literature review in order to analyse the factors which have something to do with the stagnation. The factors that the researcher has considered are: the life cycle of the Spanish tourism, the 2000’s recession, Spanish image, Spanish sustainable tourism, Spanish rejuvenation, British perceptions and an analysis of external and internal factors (PEST and SWOT). Two forms of reseach were used to collect primary data. On one hand, some questionnaires were handed out and mailed to British people. On the other hand, two semi-structured interviews were used via email and Skype. One of the interview was conducted to doctor of Marketing in order to be proporcionated information about the promotion of Spanish tourism in the UK and diverse topics which was very usuful to contrast with the data researched in the literature review. Secondly, the Tourism councilor of Villarreal was interviewed in order to have some information about the
References: According to Montaner (1996) it is not possible to talk about tourism until the end of the V Century with the union of the Catholic Monarchs, the proper tourism known nowadays did not arise until the XIX Century as a result of the transport revolution. However, although it is said that this crisis/recession could be finished in 2010 (noticias economia, 2008), it has affected direct or indirectly to the whole tourist sector of the country. It is remarkable that Spain and Spaniards have some strong stereotypes for European and specially Britons which has remained for long time and still does. A research realized in 1996 (Lamo, 1996) under several sources, enhance some curious statements: 1